OpenAI, Reliance partner to add AI search to JioHotstar
Source: TechCrunch
AI‑powered conversational search for JioHotstar
OpenAI is partnering with Reliance to add AI‑powered conversational search to the Indian conglomerate’s streaming service JioHotstar. The feature, powered by OpenAI’s API, will let users search for movies, shows, and live sports using text and voice prompts in multiple languages, and receive recommendations based on their preferences and history.
Expansion in India
OpenAI has recently expanded its footprint in India, which is home to more than 100 million weekly ChatGPT users. The company plans to open offices in Mumbai and Bengaluru later this year, adding to its current office in New Delhi.
Announcement at India AI Impact Summit
The partnership was announced at the ongoing India AI Impact Summit in New Delhi, where Sam Altman appeared alongside industry leaders such as Anthropic’s Dario Amodei and Google’s Sundar Pichai.
Integration Details
- The companies also plan to surface JioHotstar recommendations directly within ChatGPT, allowing users who search for entertainment through ChatGPT to receive contextual suggestions and deep links into the platform’s catalogue.
- This creates a two‑way discovery layer rather than a standalone in‑app feature.
Industry Context
The move comes as streaming and TV platforms increasingly experiment with conversational interfaces:
- In May 2025, Netflix tested a new search experience using OpenAI’s ChatGPT to help viewers find content through natural language.
- In November 2025, Google introduced Gemini‑powered discovery features for Google TV.
Fidji Simo, chief executive of applications at OpenAI, said the partnership aims to bring more personalized AI experiences into entertainment and live sports, enabling viewers to move “from curiosity to context” through natural interactions.
Rollout
Embedding AI into content discovery will help reshape how audiences find and engage with programming, said Uday Shankar, vice chairperson of JioStar. The rollout will span both live and on‑demand formats.
OpenAI for India Initiative
The JioHotstar partnership is part of OpenAI’s broader “OpenAI for India” push to deepen its presence in the South Asian nation through infrastructure, enterprise, and education partnerships. Other moves under the initiative include: